案例库 · 财务与会计 · 财务决策 · 1998–2010
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ESPN Zone put a sports bar in seven cities — Disney closed five of them in a week
Disney's ESPN Zone sports restaurants opened from 1998; in June 2010 the company closed five of seven locations, citing weak economics and the recession.
ESPN Zone · The Walt Disney Company · 2010-06
怎么回事
The first ESPN Zone opened in 1998: sports-themed restaurants owned by Disney's ESPN, with walls of screens, memorabilia and arcades. The chain grew to seven cities — New York, Chicago, Baltimore, Washington, Las Vegas, Los Angeles and Anaheim — selling the idea of eating inside a sports channel.
The model was heavy just as the recession arrived: large downtown footprints and full restaurant costs against falling discretionary spending. Executives cited 'continued weak economic conditions across the country'; industry analysts noted the restaurant business was suffering its biggest decline in three decades, with eating out the first expense households cut.
On 9 June 2010 Disney announced the closure of five ESPN Zones — Washington, Baltimore, Chicago, New York and Las Vegas — keeping only locations tied to Disney properties. An ESPN spokesman said the Zones 'served sports fans very well,' but 'from a pure business perspective, the economics have been challenging.'
为什么会这样
- Recession economics: restaurant meals are discretionary spending, and fans cut them first.
- Screens stopped being special: by 2010 every bar had HDTVs, so a sports restaurant's main attraction was everywhere for free.
- Survival followed ownership: the locations kept were the ones attached to Disney properties, not the downtown markets.
教训
ESPN Zone bet that fans would pay restaurant prices to watch sport on big screens; the recession and screen proliferation said otherwise, and Disney closed five of seven locations in a week.
后来呢
The Anaheim Downtown Disney location continued; the ESPN Zone concept never expanded again.
资料来源
- The Washington Post, 10 June 2010 — ESPN Zone loses economic game (ESPN announced closure of five ESPN Zone restaurants — Washington, Baltimore, Chicago, New York and Las Vegas — effective within a week; two locations to remain; executives cited 'continued weak economic conditions across the country'; ESPN owned by the Walt Disney Co.)
- Los Angeles Times, 9 June 2010 — Disney to close most ESPN Zone outlets (Walt Disney Co. closing most of the chain's outlets; seven cities: Anaheim, Baltimore, Chicago, Las Vegas, New York, Washington and Los Angeles L.A. Live; only Disney-property outlets confirmed to remain, including Downtown Disney Anaheim; first ESPN Zone opened 1998; recession and restaurant industry's biggest decline in three decades; ESPN spokesman: 'from a pure business perspective, the economics have been challenging'; NPD Group's Harry Balzer on discretionary dining cuts)
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